Got Licuados?

The California Milk Processor Board (CMPB), creators of GOT MILK?, will use print for the first time to introduce “Licuados” blender drinks to the Anglo population.

Licuados (pronounced lee-kwad-ohs) are milk-based blender drinks with deep family and social significance across Mexico and Latin America. Traditionally made at home with milk and seasonal fruits, they are also popular at “Licuado bars” where servers combine a variety of ingredients in creative and exotic ways.

“Licuados are a passionate drink for passionate people,” says Jeff Manning, CMPB executive director. “Like sangrias and burritos, Licuados will rapidly bridge the gap between Latin and American cuisine.”

Pre-advertising research conducted by the CMPB among California women 25-49 shows that, while awareness of Licuados is predictably low, more than 60% make blender drinks at home more than once per month, of those, most use milk as an ingredient.

“You can use any ingredient you want in Licuados- from mangos to M&Ms,” says Manning.

Each of the three new Licuado ads serve a strategic purpose. “Berry Me Alive” highlights the use of fresh, nutritious fruit. “Peanut Butter Deluxe” expresses the range of ingredients and flavors. And “Vitamin C Licuado” turns the table on OJ with calcium.

Copy depicts the ease of Licuado preparation and directs readers to gotmilk.com for a range of Licuado ideas. Magazines will include Bon Appetit, Food & Wine, In Style, People, Sunset, Self, Redbook, Martha Stewart Living, Good Housekeeping, Real Simple, Child, Cooking Light, Family Circle and Family Fun. Spanish versions will also run in the California editions of national Spanish-language magazines.